Shulou(Shulou.com)11/24 Report--

This year's 618, the competition of home appliances is more fierce than in previous years. During the good start of 618, TCL was the first to announce the success report of TCL 618. The battle report showed that on the first day of 618, the GMV of the whole network of TCL exceeded 100%, among which the GMV of the whole network exceeded the total amount of 48 hours of success in the first 100 minutes of sale last year, an increase of 100% over the same period last year.

From the war report data, TCL still maintains a leading position in the field of home appliances. Take refrigerator washing machine products as an example, TCL refrigerator has become the champion of e-commerce omni-channel sales growth, frequency conversion direct-drive drum washing machine has won the double championship, and TCL ultra-thin zero-embedded refrigerator e-commerce omni-channel sales exceeded 10000 units.

TCL Smart Home Appliances won the championship in multi-track, which also proved that TCL has a strong product power advantage, can take the lead to achieve reverse growth, and stand out from many competitive products and become the first choice of consumers during this 618 period.

According to data released by Oviyun.com, in the first quarter of this year, online retail sales of washing machines fell 8.5% year-on-year, offline retail sales dropped 16.3%, and online retail sales of refrigerator products increased slightly by 4.1%. But offline channels are still down 7.4% from a year earlier.

From this set of data, it is not difficult to see that even if the epidemic recedes in three years, it is still difficult for the domestic ice washing market to recover quickly. Another important reason is that consumers are more rational in choosing such products, and their demand for products is more diversified. This undoubtedly puts forward higher requirements for home appliance manufacturers, and if they want to impress consumers, they must proceed from the strength of their products, which is not only a challenge, but also an opportunity to break through.

TCL products can stand out, precisely by virtue of strong product strength advantages. For example, in September last year, TCL released the twin cabin washing machine Q10 in response to users' demands in laundry, protection, and so on.

As a flagship double-drum dual zone washing machine product, the twin cabin Q10 adopts a twin-cylinder design, in which the upper cylinder washing capacity is upgraded from the conventional 4kg in the industry to 6kg, achieving the maximum washing capacity in the industry, 42% larger than the industry standard. According to official figures, the 6kg can wash 40 baby clothes at once, or 20 children's clothes, as well as 8 school uniforms and 5 sets of children's quilts.

The TCL twin cabin Q10 has a 10kg capacity and can wash 12 pieces of jeans at once, or 50 shirts, a set of floor-to-ceiling curtains, or 3 sets of three-piece sets.

The larger cylinder diameter brings a longer beating path, which effectively improves the washing ratio, and the washing ratio reaches 1.1. it also supports UVC ultraviolet sterilization technology, which is automatically turned on in the dehydration stage, with a sterilization rate of 99.99% and an acaricidal rate of 100%.

In addition to the larger laundry capacity, the TCL Twin Cabin Q10 also supports more high-end 50 °C low temperature soft drying and micro-steaming air washing. 50 °C low temperature soft drying can effectively protect clothes, and high-speed air flow will penetrate the clothing fibers during drying, reducing fiber static electricity and making the clothing fibers smooth and not impetuous.

Micro-steaming air washing can also carry out anhydrous care for some clothes that can not be washed, such as fur, silk skirt, etc., to achieve multiple nursing effects, such as removing odor, removing bacteria and purifying mites, absorbing dust particles, fluffy clothing and so on.

In addition, TCL twin cabin Q10 is equipped with Nidco twin direct drive frequency conversion motor, compared with the traditional belt motor, the latter brings overwhelming advantages such as less noise, less vibration, high energy efficiency and long life, so the TCL twin cabin washing machine Q10 also has excellent laundry static performance, which solves the working noise problem of washing machines commonly faced by the industry.

The largest regional washing capacity in the industry, the largest upper diameter in the industry, as well as a series of hardware and technical advantages, such as Nidco double direct drive variable frequency motor, 50 °C low temperature soft drying, micro-steaming air washing, intelligent delivery and so on, make the twin cabin Q10 fully competitive.

According to third-party data, in the price range of 3000 to 8000 yuan, the market share of TCL double-entry regional washing machines is as high as 58.3%. It can be said that the sale of TCL twin cabin Q10 is a hot seller, which is not difficult to understand. During this period, TCL was able to win the double championship of frequency conversion direct drive drum washing machines.

This product advantage is also reflected in refrigerator products, for example, at the beginning of this year, thanks to strong R & D and innovation, TCL brought the 0cm seamless embedded design of TCL ultra-thin zero-embedded series refrigerator T9 series, like the TCL twin cabin duplex zone washing machine Q10, this new product is popular as soon as it goes on sale.

The order volume of TCL thin zero-embedded refrigerator T9 has exceeded 3000 units on the first day, and even exceeded 10, 000 units during the good start period, which has suddenly become a dark horse product that consumers can not ignore. The hot sale of TCL thin zero embedded refrigerator T9 has also contributed to the rapid increase in the market share of TCL thin embedded refrigerator. Data from Zhongyikang show that in 2023, the new ultra-thin embedded refrigerator W21 (5.22,5.28) annual e-commerce data, TCL thin embedded refrigerator market share reached 46.1%, more than 2-4 combined share.

TCL thin embedded refrigerator T9 has become a dark horse in the industry, and its product strength advantage is very obvious-as a thin embedded refrigerator product, TCL thin embedded refrigerator T9 solves the problem that traditional refrigerators need to reserve heat dissipation space on both sides through the bottom heat dissipation design, reduces the space reserved on both sides, and realizes "0cm seamless embedding" more close to the wall.

In order to make the body thinner, the TCL thin embedded refrigerator T9 also uses 140 μ m microcellular foaming technology and a new vacuum isolation material, the thickness of the body is only 580mm, which can be naturally flush with the standard cabinets of 600mm depth. In addition, in order to avoid the problem that the refrigerator door cannot be opened and closed close to the wall, the TCL ultra-thin embedded refrigerator T9 uses smooth embedded hinges to support 90 °free opening and closing.

In terms of refrigeration storage, the TCL thin embedded refrigerator T9 series also retains the design concept of "wide temperature change", which reserves a wide temperature range of 79L for consumers, and the temperature can be adjusted freely between minus 20 ℃ and 5 ℃. TCL thin embedded refrigerator T9 also has intelligent constant temperature fresh, full space ultra-clean technology, free variable temperature space and other technologies, but also supports App remote control, with first-class energy efficiency.

Written in the final ice washing market "not as expected", competition to enter the "saturation" stage, while the heat of TCL products remains high, and 618 won the smart home appliances multi-track double champion, this huge contrast is inseparable from the twin cabin washing machine Q10 and thin embedded refrigerator T9 such good products team-leading and acceleration, but also fully shows that consumers and the industry on the broad recognition of TCL products.

The fundamental reason why TCL can be recognized by consumers is the continuous innovation in products and the use of leading technology to expand the higher dimension of consumer experience.

Adhering to 26 years of technological precipitation, now TCL refrigerator washing machine accumulatively has more than thousands of refrigerator, washing machine product patents, with strength to stand in the first echelon of the industry, which also makes TCL innovation more "pragmatic", based on consumer demand, deep understanding of industry trends, accumulated strength, continue to create popular style products.

For example, a series of high-end washing and care functions, such as the industry's largest upper barrel of twin cabin washing machine Q10, 50 °C low temperature soft drying, micro-steaming air washing and so on, have painfully solved the urgent needs of consumers for laundry health and high-end clothing care. For example, TCL thin embedded refrigerator T9, the first thin embedded mentality design left and right zero gap, before and after zero protruding, to achieve real seamless embedding, intelligent constant temperature fresh technology also brings users the industry "fresh" experience advantage. It is such a good product, how can consumers not choose, and how can TCL not achieve counter-trend growth?

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